In October, 9Sail’s Digital Strategy team, Taylor Tufano and Ryland Alkins, broke down the practical steps, tools, and mindset required to confidently track marketing ROI, attribute revenue wins, and make smarter decisions for the year ahead.
Key Takeaways:
- Accurate conversion tracking (via GA4, Google Tag Manager, and call tracking tools like CallRail) is essential for understanding marketing ROI and making data-driven decisions.
- Firms should track multiple types of conversions (phone calls, form submissions, bookings, chatbot interactions) to get a comprehensive picture of lead generation and attribution.
- Using UTMs and integrating a CRM enables firms to attribute results to specific channels, assess the effectiveness of campaigns, and follow the client journey from contact to retention.
- Regularly reviewing and testing conversion tracking, reallocating budget based on performance data, and addressing red flags (like high traffic/low conversions) can optimize marketing spend and outcomes.
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